The news: CTV home screen ads are giving marketers a more effective route to performance.
- Research from LG Ad Solutions found that advanced creative home screen ads, including interactive placements, gave a 66% boost to ad enjoyment, 61% to unaided recall, a 31% greater likelihood of visiting a website, and a 28% higher likelihood of interacting with the ad, compared with standard creative formats.
- Data from global media platform Teads underscores how effective these ads can be. Teads’ research found that the platform’s HomeScreen ad units achieved 50% unaided recall, meaning half could remember the brand without any prompt.
- These ads also saw aided recall peak at 84%, while 71% of viewers were interested in learning more about the brand.
- Teads also found that its HomeScreen ads delivered two times higher clickthrough rates than standard display ads and three times higher conversion rates; 70% of viewers took action after seeing one of these units.
- Critically, 92% of viewers found HomeScreen ads relevant and non-intrusive. In a conversation with EMARKETER, chief marketing officer at Teads Dani Cushion underscored that advantage, calling these ads “the first thing you see [and] the front door to your TV,” while emphasizing that they “[aren’t] intrusive at all.”